eMoney News

A South African supermarket chain has attracted more customers to its loyalty scheme than expected within the first 12 months of its launch.

Pick n Pay originally estimated that three million customers would sign up to the Smart Shopper scheme in its first year but it has managed to surpass this target by two million, reports the Independent Online.

Smart Shopper cardholders earn a single loyalty point for every South African rand (SAR) they spend. After a member has accumulated 1,000 points, they can begin to redeem them at any Pick n Pay store at an exchange rate of 100 points for every SAR.

Smart Shopper general manager Steve Hoban claimed that the firm was extremely pleased with the loyalty programme's performance.

He told the news provider: "The programme has allowed us to engage with our customers and helped us to develop a strategy to service their buying needs."

The firm has invested SAR140 million (£11.3 million) in its loyalty card programme since its launch.